Would you open up a storefront without a sign? Would you run a restaurant without menus? Chances are, you wouldn’t. Yet, so many businesses are doing the equivalent online.
The influence of social networking on consumer buyer behavior is undeniable. A recent study found that 74% of consumers rely on social media to influence their purchasing decisions. And that’s not all- it effects B2B companies, too. Social media helps B2B companies substantiate their credibility, build trust, acquire customers and improve their reputation. In a recent study, 92% of B2B marketers said that increased exposure was the number one benefit from social media. More interestingly, B2B marketers who use Twitter generate twice as many leads as those who don’t.
So the question remains: what are your customers greeted with when they find you online?
No different than having an unfavorable experience at a restaurant, clothing store or coffee shop, your online identity– or lack thereof, represents your company and its values. The biggest mistake a brand can make online, is communicating the wrong message- or even worse, not communicating one at all. Your brand identity illustrates your company’s product, niche, values and personality to your audience. Without one, you simply don’t exist.
Benefits of Social Media & Branding
1. Increases Website Traffic
80% of marketers have claimed that social media is effective in helping to generate more website traffic. Social media acts as a direct channel to your website, without it, your audience is limited to online users who already know about your brand and those searching for keywords that represent your company. By being present, creating interest and conveying consistent branding across all social platforms, you can significantly improve the traffic to your site.
2. Improved Search Engine Rankings
In recent years, social media or ‘social signals’ have emerged as a significant way to improve rankings. Being active on social media triggers a signal to search engines that your brand is trustworthy, credible and helpful to users.
3. Generates Leads w/ Higher Conversion Rates
Because of the nature of social media and its human element businesses are able to connect more freely with their audience, thereby increasing loyalty and trust. Studies have shown that social media has 100% higher lead-to-close rate than outbound marketing.
4. Improved Customer Insights
Social media offers a breadth of valuable information to business owners and marketers about their customer’s interests, behavior, likes and dislikes. It can even act as an extended customer service platform, where businesses are able to interact directly with dissatisfied customers.
In conclusion, you have a lot to lose by not being present on social media. Conveying a consistent brand identity to your customers is not only important, it’s necessary to the success of your business. If your business is struggling to generate leads online, we suggest creating a unified brand identity across all social platforms. Here is how we can help you get started!